CVL Think | Plan | Do

The Background

The BT Learning Centre provides a service for adults and children to access learning online.  

The service was running on an internal platform, where accessing resources for support and maintenance was a real challenge. It needed to be moved to an external platform where it could be maintained by a more efficient and flexible outsourced team. The new platform needed to provide greater simplicity in managing customers, content, online courses and management information, with scope to grow.  

Alongside this, CVL were asked to assess the suitability of the site's design with regards to usability, and to suggest positive changes to improve customer conversion rates.

"CVL has successfully delivered a three phase change programme to tight timescales which involved the development of a bespoke web platform to manage and deliver BT Learning Centre services. With interfaces to multiple content partners, payment gateway integration, content migration from internal BT systems this was a complex programme which was well managed and kept to budget. We now have a solution that is both reliable and provides solid support for our business. I can strongly recommend using CVL." Jennie Martin, Head of Education, BT Consumer

               

The CVL Solution

CVL structured and managed a three-phase change programme, which involved the analysis of the existing web platform and the complete design and development of the new platform.

CVL analysed BT Learning Centre's site statistics and utilised feedback from users and potential customers to identify weaknesses in the website's architecture.

They found a number of areas that were in need of improvement.  

CVL created a design model aimed at making the site simpler to use and improving conversion rates. The number of stages within the sign-up process was dramatically reduced, the information pages were reorganised and the Learning Zone area was redesigned. Then, a web analytics tool was selected to enable clear and accurate tracking of results.

The Benefits

The BT Learning Centre now benefits from a more reliable and flexible external platform, with responsiveness for support and maintenance significantly improved.

Tests conducted at the end of the project showed that users were far more likely to complete the improved registration process. User interaction and conversion has significantly improved on the site.  

BT's management decision-making is now fully supported by clear information on customer behaviour and sales.